Email is a great format for targeted and successful real estate marketing.
Like with all inbound marketing efforts, sending appropriate and valuable information to a targeted audience will resonate with them and make an impact.
Email is the perfect way to send specific and helpful information (with your name on it!) to your current and potential customers. If you have a robust list, consider segmenting it into different areas of interest or buyer personas so that your message is as on target as can be.
What are buyer personas and should I be using them? How Buyer Personas Drive Inbound Marketing Success
Not sure what to send to those who have signed on with you? Here are four ways to use email to improve your real estate marketing!
Newsletters are effective for building up your brand and encouraging people to think of you the next time they're planning to move. The best way to do this is by establishing yourself and your brand as a trusted and knowledgeable source. A newsletter is helpful and informative without being too sales-focused, so it is a great way to keep in touch with your prospects.email
Good things to include in a newsletter are popular blog posts, interesting listings, local and seasonal news (especially market-focused), and one highlighted offer.
Make sure your newsletter is branded and has both your name and your face as one of the first thing people see - after they've read a few, you'll start to truly stick in their minds.
2) New Listings
If you know people are interested in getting a new house, send them an email when you have a great new listing and some photos to go with it. These are primarily visual messages - don't tell them too much about the house, just show them and try to catch their interest.
Follow up with a link to the full listing on your website, should they be interested in learning more.
If you work with a particularly broad price range, consider further segmenting your buyers based on that - someone who's looking for a home in the $200's probably isn't interested in something three times that price.
To make this easier, consider asking them what kinds of homes and price ranges they're interested in when they first provide their email address.
3) Market Reports
These may seem a bit dull, but the truth is that most people do care what's going on in your service area and what the market actually looks like.
They want to know whether it's a buyer's or seller's market, whether prices are rising or falling, and how long the current state of affairs is expected to last.
Much like new listings, this is a part of real estate marketing that does best if you mix in graphics of some sort. Graphs are a good choice here; a snapshot that is easy to read and gives the viewer a general idea of the market is plenty to include.
If you want to include more specifics - consider writing a blog about market reports, where you explain what people are looking at and what can be most important to buyers and sellers. Include a link to the blog when you send out your email.
Have you put together a new offer of some kind? Go ahead and share it! Offers can be varied, as long as they provide value to your customers, and a steady trickle of them can help you get (and maintain) a positive image in their minds.
Consider some of the following:
- Mortgage Calculator: This is especially helpful for first-time buyers, but it's also good to help existing homeowners figure out whether or not they're paying an appropriate percent of their income towards housing. If they're not, you can prompt them to contact you about finding a home that better suits their current status.
- Packing Labels: Everybody loves getting help with moving, and a set of clear, easy-to-use packing labels can make things a lot easier. Rather than simple name tags, though, consider offering a robust plan with the tags - this can include things like a guide for when to pack items and color-coded tags to help them quickly find particular items once they arrive at their new home.
- Pre-Sell To-Do List: Sellers want to get the best price for their home, and a guide for things that will improve the final offer is definitely going to go over well.
- List of Trusted Local Movers: Most people end up using a mover at some point, so your real estate marketing can include links to them. For added benefits, you can also ask them to link to you on their website, forming a solid partnership and sharing traffic.
As long as something is genuinely helpful, you can make it an offer.
If you haven't been using your email list to its fullest, try one of these ideas. Using an email service like MailChimp or ConstantContact is a great idea and can save you a lot of time. Check them out, many offer a basic level of service for free and it can be very helpful to see what is working and what may just not resonate with your audience.
Thanks for stopping by,
Breezy Hill Marketing is a Vermont based marketing company that provides Realtor Marketing Services including Realtor Web Design, Social Media Marketing, and Inbound Marketing services. We are avid fans of real estate and enjoy supporting this industry with creative solutions!